Maag Recycling
Recycling is a profoundly human topic – it just needs to be told correctly. Since 2024, Staub & Wirbel has been responsible for Maag Recycling’s social media presence on Instagram and Facebook, demonstrating that even a waste management company can have a genuine personality on social media.
Assignment & Goals
Maag Recycling has been based in Winterthur for four generations and should be a household name for all city residents. However, the traditional company lacked a clear direction on social media: there was no coherent presence, neither in terms of content nor visuals. Staub & Wirbel was commissioned to change this.
Goals:
Imagepflege
Position Maag Recycling as a sustainable family business with heart and history, and strengthen the emotional connection with the community
Service & Info
Inform customers about important updates and establish Maag as a reliable expert on all things recycling
Employer Branding
Position the company as an attractive employer
Strategy & Implementation
At the beginning of the mandate, Staub & Wirbel developed a social media strategy with a focus on Instagram. A concept was elaborated, covering content direction, visual presence, and specific content formats, which has since been consistently implemented, enabling two high-quality posts per week with minimal effort.
Konzept
Development of a social media strategy with clear visual language, tone, and format mix
Content Production
Production of image and graphic posts as well as Reels – partly from raw material provided by employees, partly from on-site shoots
Regelmässige Planungssitzungen & Reporting
New content ideas and the development of KPIs are discussed quarterly with Maag Recycling
Results & Impact
The stories write themselves on Werkstrasse, but only thanks to careful social media management do they reach the public. For two years, Maag Recycling has enjoyed continuously growing KPIs and a vibrant online community that actively engages with the company across platforms. However, good social media management not only contributes to reach but also to reputation. Formats such as recycling tips and background information on the circular economy establish the company as a voice on the topic, which is reflected, among other things, in CEO Judith Maag regularly appearing as an expert in traditional media.